Hoisting equipment for lifting ferromagnetic loads can be designed while using electromagnets and permanent magnets. The second variant finds wider application due to great successes in creation of hard magnetic materials and significantly less electric power consumption. A shortcoming of this design is in the fact that under operational conditions magnetization and demagnetization processes take place in magnetic circuits with various magnetic resistance due to differences in the attracted loads. The proposed design presupposes that load attraction and lowering are controlled without magnetization and demagnetization of the permanent magnet. This effect is achieved by the following way: a strict permanent magnetic flux is directed to a ferromagnetic load or the flux is deviated from it.